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Survey: Conventional OOH ads bore customers

Oct. 28, 2016

StickerRide, an advertising platform, recently conducted a survey with 400 consumers in the U.S. to gauge their feelings towards outdoor advertising. The survey found that consumers aren't impressed by traditional outdoor advertisements such as billboards and are looking for something more unique and eye-catching, according to a press release.

The company showed the participants three pairs of outdoor advertisements, with each pair consisting of one traditional billboard and the other a "new format outdoor advertisement" such as a sticker on the side of a car.

The survey found that:

52 percent of respondents saw outdoor advertising all the time and 25 percent claimed they see it "quite often."

51 percent of the participants described the billboards as conventional and almost 10 percent called it boring.

38 percent of the participants described the sticker as "unusual," and 36 percent described it as "catchy." 13 percent described the sticker as "appealing.'

"In an increasingly crowded advertising landscape, finding a format that catches consumers' eyes is more important than ever," Mikhail Marchenko, co-founder of StickerRide, said in the release. "These survey results show that outdoor advertising has the potential to do just that, but only if it's done in unique, cutting-edge ways. Conventional simply isn't going to cut it."